Esportes da Sorte, Brazil’s largest 100% national sports betting platform, brought the passion and energy of Brazilian football fans to the heart of New York with a high-impact activation in Times Square during the opening weekend of the 2026 FIFA World Cup.
The campaign lit up the giant screens of one of the world’s most iconic locations on June 13 and 14, shortly after Brazil’s debut in the tournament. The activation invited locals and visitors alike to join in one of the country’s most recognizable chants: “I am Brazilian, with great pride and great love,” creating a symbolic connection between Brazil’s football culture and one of the host nation’s most famous landmarks.
The campaign featured renowned singer Léo Santana alongside a team of brand ambassadors and influencers, including Carlinhos Maia, Bruno Formiga, Luisinho Freitas, and Raul Erlich, who are covering the tournament directly from the United States through Esportes da Sorte’s digital channels.
Through its presence in Times Square, Esportes Gaming Brasil, the group behind Esportes da Sorte, Lottu, and Onabet, secured visibility in one of the world’s most prestigious advertising destinations during one of the most anticipated sporting events on the global calendar. The activation coincided with a weekend when millions of fans were following the World Cup while New York was also celebrating the NBA Finals.
The initiative forms part of a comprehensive World Cup strategy developed by the company, combining national advertising campaigns, digital content production, live activations, and strong visibility across official tournament broadcasts.
As an official sponsor of the World Cup coverage on SBT, Esportes da Sorte enjoys exposure across free-to-air television, the +SBT streaming platform, N Sports, and multiple digital channels, significantly expanding its reach among Brazilian audiences.
At the same time, the company has launched activations across approximately 130 bars and venues in major Brazilian cities, including São Paulo, Recife, Salvador, Belo Horizonte, and Fortaleza. These experiences feature customized branding, themed entertainment, and fan engagement activities designed to accompany supporters throughout the tournament.
The campaign reflects the company’s positioning around the emotional connection that sport creates between people. More than a marketing initiative, the Times Square activation was conceived as a celebration of Brazilian pride and the shared passion that football inspires around the world.
As part of its broader World Cup content ecosystem, Esportes da Sorte is also running two major nationwide campaigns. “Torce Como um Corinthiano” highlights the loyalty and intensity that define Brazilian football supporters, while “Convocação” delivers a lighter and more entertaining narrative designed to engage both football fans and betting audiences.
Through a combination of international visibility, fan-focused experiences, and engaging content, Esportes da Sorte continues to strengthen its position as one of Brazil’s leading betting brands during the biggest football event in the world.
